Phil Hogendyk poses with rescue dog Capone in front of his office on Ann Arbor Street in Flint Tuesday, Feb. 5. Hogendyk has used online fundraising to help fund Bruised But Not Broken dog rescue but announced this week that he is scaling back on the group's online appeals for help.Lauren Justice | The Flint Journal

GENESEE COUNTY, MI -- The wide-open nature of Michigan's animal rescue business gave newcomer Phil Hogendyk his opportunity to start Bruised But Not Broken Canine Rescue in Grand Blanc Township without a track record, a license or even the money to pay for it.

With a non-profit IRS designation, a sharp logo and some heart-warming photos, Hogendyk used email and Facebook appeals to help pay Bruised Not Broken's bills for several years.

But just this week, the group made a decision "that will either make us or break us," choosing to slow down online appeals for money as Hogendyk, the group's director and co-founder, tries to walk the fine line between raising enough money to support a good cause and bothering the donors he's appealing to.

"We are no longer asking for donations to cover our weekly expenses," the group posted on its Facebook page Monday, Feb. 4. "Many people (not everyone) seem to think that their donations or the fact that we accept donations gives them a say in how we operate our organization. Guess what, it does not."

Hogendyk helped to start Bruised But Not Broken in 2009 as a means of coping with issues in his own life, including being a recovering alcoholic. He developed his own training techniques and beliefs about rehabilitating troubled dogs, working with those "nobody else will take."

But now, Hogendyk said the fund-raising has become more trouble than it's worth, never covering the rescue's expenses, annoying some donors and creating a fresh set of problems when working to get dogs adopted is trouble enough.

"A pet rescue is a business like any other businesses," he said of the need to raise money. "We don't make a dime. What we don't get in donations, we pay for ourselves.

"People question what we do with the money and why we asked on a weekly basis," Hogendyk said. "It costs $1,200 a month to operate our rescue ... (and) it has no other income."

Other animal rescue groups face the same issue: How often is too often to ask money now that the Internet has made the opportunities almost limitless?

"It's insane," Richard Angelo, a founder of Genesee Residents for Animal Control Evolution, said of extent of rescue fundraising. "You see a lot of use of Chip-ins (because) people give money for it.

"They open their pocketbook (when) they see the picture of the animal. They say, 'I can give $20.' "

Chip-in is one of several online vehicles that allows donors to give money via the Internet.

Hogendyk said he felt burdened by the extent of his group's fund-raising because some donors felt they could dictate how he operated in return for a donation.

"We bust our asses every single day 7 days a week not only trying to run the rescue, but heaven forbid, take care of our family," the BBNB Facebook post says. "We are not here to do what FB or the internet thinks we should do, we are here to do what is best for our family and the dogs we care for.

"We will not be asking for help anytime in the near future, and if this means demise of our organization, than you can thank all the negative people on the internet that have beaten us down one too many times."

Although established as a nonprofit, Bruised But Not Broken doesn't meet the $50,000 threshold for fund-raising that would require it make its latest tax return available to the public.

It nonetheless made financial information available for 2012, showing a $6,700 loss operating its rescue.

At least two groups do raise more than $50,000 annually -- Pets Are Worth Saving in Clayton Township and Adopt-A-Pet in Fenton Township.

Those groups raise donations and advertise available animals on the Internet, but those who run them say they make an effort not to ask for money daily.

Glenda Beatty, director of PAWS, said social media can help a rescue group but can also exhaust those who are being asked for support repeatedly.

"People do get tired of fundraising," said Beatty, who praised Bruised But Not Broken for its core work with dogs.

Jody Maddock, program director at Adopt-A-Pet, said donors should only give to nonprofit groups and should feel free to talk and interview those who run the rescue they are considering giving to.

Bruised But Not Broken isn't the only animal rescue group that's used online campaigns to boost its fund-raising.

Although it specializes in saving wildlife rather than domestic animals, Wild Oat Animal Rescue of Fenton Township solicits visitors to its Web site and asks for gifts including gas cards, cash and supplies in an online "wish list."

The group also promotes Body By Vi, which sells shake mixes and other products online.

Last year, donors that included county Sheriff Robert Pickell and car dealership owner Patsy Lou Williamson, saved Wild Oat from foreclosure just two years after the groups treasurer and her husband filed for bankruptcy protection.

Wild Oat's Web site says it rehabilitates wild animals such as deer, raccoon and geese from injuries until they can be re-released to the wild.

The Flint Journal could not reach Wild Oat for comment.

On a statewide level, the non-profit rescue group Michigan Pet Fund has created guidelines for fund-raising efforts, including a donor's bill of rights, in its "Best Practices Handbook."

MPF published the guide last year, citing the lack of uniform standards or regulation among the state's rescue groups.

The bill of rights includes: the right to be informed of the way the organization intends to use donations and to have access to the organization's most recent financial statements.

Bruised But Not Broken is still accepting donations though Hogendyk said they expect to take in fewer animals as a result of cutting back on its online solicitations.

Many backers on the group's Facebook page expressed their support for Hogendyk's group soon after the announcement.

"I'm so sorry this has happened to you! I am not in a financial position to donate at this time but when I am and do...I don't question what is done with the monies," one said. "I trust my judgement by what is presented and what I felt was worthwhile to donate to.

"Please don't let negative people stop you from doing what is good for the animals! When I am in a better place financially, your organization is one of the ones at the top of my list to help! Keep up the good work and keep on keeping on! There are a lot of us with you that think you do amazing work!!!"

Those that wish to donate, can still do so by using a FundRazr donation tab at the top left of the group's Facebook page, or by standard mail.